What Streat Control does

Streat Control Ltd is a New Zealand-based industrial distributor and solutions provider specializing in process control, measurement, and instrumentation equipment. The company sources a broad portfolio of physical measurement products including flow meters (electromagnetic, ultrasonic, vortex, thermal mass, Coriolis, and flow nozzles), level measurement devices (ultrasonic, radar, guided radar, hydrostatic), pressure gauges and transmitters, temperature and humidity sensors, gas and moisture analyzers, valve actuation systems, and pressure calibration equipment. Its solution set is built on the exclusive NZ representation of more than 20 international principals such as AMETEK Process Instruments, AMETEK Drexelbrook, Bronkhorst, Dimetix, Huber Instrumente, Michell Instruments, Rotork, FCI, ECD, and others, with technology differentiators including patented QCM moisture analysis, ±1mm laser distance accuracy to 500m, and 0.05% F.S. pressure calibration accuracy.

The company serves diverse industrial verticals - manufacturing and industrial processing, food and beverage, mining, pulp and paper, oil and gas, water and wastewater, and aerospace - supplying precision instruments that customers use for operational efficiency, safety, and regulatory compliance. Its go-to-market is an enterprise field-sales model with sales engineers covering all regions of New Zealand (Auckland headquarters, plus Wellington and Christchurch offices), working directly with end users on the plant floor and with project managers and consultants. Revenue is generated through hardware sales of represented principals; pricing is not publicly disclosed and customers are directed to contact the company for consultation.

The company underwent a significant ownership transition on 19 May 2023, when AMS Instrumentation & Calibration Pty Ltd (owned by Dirk and Thomas Kuiper) became the majority shareholder alongside existing co-owner and NZ Manager Mahmood Ghadiri. Under this new ownership the company has been expanding its principal portfolio with additional AMS-IC partners and launching new product lines (e.g., the Dimetix D-Series laser distance sensors and the Huber TM40 modular pressure calibrator, both launched June 2025). The company does not develop its own IP; its value lies in technical advisory, application engineering, and country-level distribution of established OEM technologies.

Name

Streat Control

Legal name

Streat Control Ltd

Website

https://streatcontrol.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Streat Control is a New Zealand industrial distributor and solutions provider of process control and instrumentation equipment, representing 20+ global principals and serving manufacturers, food and beverage, mining, pulp and paper, oil and gas, water and aerospace customers across the country.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Industrial Instrumentation Equipment Sales: Sale of high-quality industrial process control and instrumentation equipment from represented principals. Being independent and representing technologies from well-established manufacturers enables solution-oriented sales of the most precise, appropriate and best value technology available.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Streat Control is a New Zealand-based industrial process control and instrumentation equipment distributor. The company represents more than 20 international manufacturers and supplies measurement, sensing, and control instrumentation to industrial customers across New Zealand. It operates as a value-added technical distributor, providing sales-engineering support and ongoing service alongside the hardware it sells.

Product overview

Streat Control is a New Zealand-based distributor and solution provider of industrial process control and instrumentation equipment, now part of AMS Instrumentation & Calibration Pty Ltd (since May 2023). The company offers a broad portfolio of measurement and control solutions organized around two main categories: (1) Products/Measurements covering Flow (electromagnetic, ultrasonic, Doppler, vortex, thermal mass, Coriolis), Level (ultrasonic, radar, guided radar, hydrostatic), Pressure (differential, gauge, absolute), Density, Temperature, Gas Analysis (flue gas, moisture, toxic gas detection), Valve Actuation (electric, pneumatic, hydraulic), and Calibration; and (2) a network of 20+ international principal manufacturers including Ametek Process Instruments, Ametek Drexelbrook, Analox, Aplisens, Azbil, Bronkhorst, Dimetix, ECD, Envea/SWR, Huber Instrumente, IKM Instrutek, Interface, King-Gage, Marsh Bellofram, Michell Instruments, Noshok, Ntron, Optek, Process Vision, Pulsar Measurement, Rotork, Smar, and others. The company provides tailored solutions across diverse industries including mining, food and beverage, pulp and paper, oil and gas, water and wastewater, manufacturing, steel, and aircraft.

Differentiator

Problem solved

Functional benefit

Products and services

• Ametek process instrumentation
• McMenon measurement products
• Dimetix distance/level sensors
• TecSense instrumentation
• ECD instrumentation
• Huber process equipment
• Sales-engineering and technical support

Quantifiable outcome

• 55% higher flow measurement capability compared to orifice plates with similar beta ratio
• +2 more outcomes

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core.

• AMETEK Process InstrumentscoreTechnology or IntegrationWorldwide manufacturer of process analyzers and instrumentation including flue gas analyzers, moisture analyzers, dew point analyzers, and mass spectrometers. AMETEK/Thermox offers the greatest selection of flue gas analyzers in the industry.
• AMETEK DrexelbrookcoreTechnology or IntegrationKnown throughout the world as a leader in level measurement technology with over four decades of experience providing level solutions to virtually every industry including chemical, petrochemical, refining, power, water and wastewater, food, pharmaceutical, pulp and paper, dairy, mining, and automotive.
• Bronkhorst High-TechcoreTechnology or IntegrationEstablished in 1981, offers the most extensive product range of thermal mass flow meters and controllers on the market. Various styles for laboratory, industrial and hazardous areas. Latest development includes Coriolis Mass Flow Meter for gases and liquids.
• Dimetix AGcoreTechnology or IntegrationSwiss company developing and manufacturing laser distance sensors for over 20 years. Aims for highest possible quality resulting in unique, accurate long-distance sensors measuring up to 500 meters with accuracy of ±1 millimeter.
• Michell InstrumentscoreTechnology or IntegrationWorldwide leader in moisture and humidity measurement solutions headquartered in Ely, United Kingdom. With over 40 years experience, designs and manufactures wide range of transmitters, instruments and system solutions for dew-point, humidity and oxygen measurement.
• RotorkcoreTechnology or IntegrationEstablished leaders in actuation technology for over 45 years. Product range, knowledge and experience to deliver virtually any actuation solution from compact manually operated gearboxes to large specialized actuators for extreme temperature and hazardous environments.
• AMS Instrumentation & Calibration Pty LtdcoreStrategic or Co-development PartnerMajority share co-owner of Streat Control since May 19, 2023, along with existing co-owner Mahmood Ghadiri. Owned by Dirk and Thomas Kuiper. Set to grow the business further and expand the range of Principals with Partner/Suppliers that AMS-IC already represents in New Zealand.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rockwell Automation New Zealand: Industrial automation and process control supplier with NZ presence; competes in adjacent measurement and control categories and shares many of the same end customers in F&B and manufacturing.
• Honeywell Process Solutions (NZ): Process automation and instrumentation provider with NZ coverage in oil & gas, chemicals and power. Overlaps with Streat in flow, pressure and analytical instrumentation categories.
• ABB New Zealand (Process Automation): Global automation and instrumentation provider with NZ operations covering measurement, analytics and control. Competes with Streat across industrial customers in mining, pulp & paper, water and manufacturing.
• Siemens New Zealand (Process Industries): Global automation, instrumentation and drives supplier active in NZ process industries. Competes with Streat on measurement, gas analysis and valve-related opportunities at larger industrial sites.
• Emerson Automation Solutions (NZ): Global automation major (Rosemount, Fisher, Branson etc.) with NZ presence providing process measurement, valves and analytical instrumentation to the same industrial accounts. Competes with Streat especially in dairy, F&B, water and pulp & paper.
• Endress+Hauser New Zealand: Global process instrumentation leader with a direct NZ presence serving the same industrial customers across flow, level, pressure, temperature and analytical measurement. Larger portfolio and brand than Streat, but overlaps meaningfully in product categories and verticals.
• Yokogawa New Zealand: Process automation and instrumentation supplier active in NZ oil & gas, power and industrial markets. Overlaps with Streat's portfolio in flow, pressure and analytical instrumentation for similar end customers.

Direct peers

• VEGA Grieshaber (NZ distributor): Specialist in level, pressure and switching instrumentation, sold in NZ via local representation. Direct overlap with Streat's level and pressure measurement business in water/wastewater, food and chemical applications.
• WIKA New Zealand: Direct local subsidiary of a major global instrumentation manufacturer (pressure, temperature, level, flow), selling both direct and through partners in NZ. Competes with Streat in overlapping measurement categories across the same industrial customers.
• AMS Instrumentation & Calibration Pty Ltd: Australian industrial instrumentation distributor and majority owner of Streat Control since May 2023. Operates the same business model — multi-principal representation of process measurement and calibration brands — making it the closest functional peer and benchmark.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/streat-control

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Streat Control